U.S. Secretary of Education Arne Duncan will join leaders from the United Negro College Fund (UNCF) to launch “Better Futures,” the 21st century’s answer to the iconic “A Mind is a Terrible Thing to Waste” UNCF public service announcements of the 1970s. The new “Better Futures” campaign will be launched Friday at the U.S. Department of Education headquarters.

Duncan will be joined by Michael L. Lomax, United Negro College Fund (UNCF) CEO and president; and Vernon Jordan, former UNCF executive director. The three will co-host an event to launch a new PSA campaign at 1 p.m. Friday, June 14, at the U.S. Department of Education, 400 Maryland Ave., S.W., Washington, D.C. Duncan, Lomax and Jordan will discuss how investing in higher education can create better futures for all Americans.

Higher education leaders and advocates will attend the event, including representatives of foundations and philanthropies that support college readiness and college completion.

“Better Futures” builds on the “A Mind is a Terrible Thing to Waste” campaign, launched in 1972 by UNCF’s then-executive director Jordan and created in partnership with the Ad Council and the ad agency Y&R. Since its founding in 1944, UNCF has raised more than $3.6 billion to help more than 400,000 students receive college degrees. The organization touts its role in enabling more than 60,000 students a year to attend college.